Move over millennials – here comes gen real

So-called 'gen real' (that’s generation Z to the unacquainted) currently constitutes 35% of the world’s population and will soon make up four in every 10 consumers in the world’s largest markets.
They are wielding significant influence on the purchasing habits of tomorrow, and understanding them will be crucial for brands keen to drive engagement among a consumer group that is different from any other generation before it.
Having grown up in a post 9/11 world defined by ever-pr